UNDERSTANDING

THE

SELF
Material Self

Economic Self
Material

Self
 refers to
tangible
objects,
people, or
places that
Material
carry the
designation

Self
my or mine.
 Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

Material Self
Presentation THEORY OF THE MEANING OF
and MATERIAL POSSESSIONS
Identity
Material Self
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
Material Self
Presentation
and DESIGN:

Identity

- combines "need" and "desire"

in the form of practical object

- reflects the user's personal

British writer identity and aspirations through
and lecturer who its form and decoration

taught design
history and - has a subconscious effect in
everyday life.
design thinking

John Heskett
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
Material Self
Presentation
and

-
Identity
was one of the first to observe
the relationship between people
and objects

- viewed objects as signs that

could be decoded to convey
French meanings beyond their practical
value

critical - popularized the field of

Semiology
theorist
Roland Barthes
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
Material Self
Presentation
and
Identity

Objects are not just

things but a complex
system of signs (which
Study of allows one to read
meaning into people
objects as and places).
signs
Semiology
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
Material Self
Presentation
and

Examine how words,

Identity

photographs, images,
and objects can work
as a language to
Study of communicate a range
signs of ideas, and feelings.

Semiotic
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
Material Self
Presentation
and
Identity
It constructs a
meaning and carry a
message, which can
Objects be understood by a
member of a culture.
function as
*Barthes argued that all
signifiers things, verbal or visual, could
be seen as a kind of speech
Semiotic Analysis or language (objects can
speak).
 John Heskett
Roland Barthes
Material Self Semiology
Presentation
Semiotic
and
Identity Semiotic Analysis
Elements of Signs
 • SIGNIFIER. Refers to
Material Self
Presentation
and
Identity

its physical form (a

diamong ring)

• SIGNIFIED. The
Sign has mental concepts it
two (2) refers to (engaged to
be married)
elements
Elements of Signs
 • SIGNIFIER. Refers to its physical form (a diamong ring)

Material Self
Presentation • SIGNIFIED. The mental concepts it refers to (engaged to be
and married)
Identity

Sign has
two (2)
elements
Elements of Signs
 Material Self
Presentation
and
Identity

• Objects are not just things but are reflections of wider

lives of communications and individuals.
• The things people use are all expressions of one self.
• The things that surround people are inseparable from
who they are.
• Signs are also used to differentiate one person or
group from other.
 Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

Material Self
Presentation THEORY OF THE MEANING OF
and MATERIAL POSSESSIONS
Identity
Material Self
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
THEORY OF THE MEANING OF
MATERIAL POSSESSIONS

suggests that material goods

can fulfil a range of instrumental,
social, symbolic and effective
functions. (Dittmar, 1992, 2004)

Material Self
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
 Relates to the
functional
property of a
product.

Instrumental Functions
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
 Signifies
personal
Social
qualities,
Symbolic social
Functions standing,
group
affiliation
and gender
role.
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
 Refer to the
extent to which
material
possessions
may be used to
communicate
group
membership
Categorical and status.
Functions
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
 Reflect a person’s unique
qualities, values or attitudes.

Self
Expressive Functions
Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

THEORY OF THE MEANING OF

MATERIAL POSSESSIONS

Material Self
 Instrumental
Functions Self
Social
Expressive
Symbolic
Categorical Functions
Functions
Functions

Material Self
Presentation THEORY OF THE MEANING OF
and MATERIAL POSSESSIONS
Identity
Material Self
Material

Self
Material Self

Economic Self
ECONOMIC

Self
 Symbolic The role of
Economic Self
consumer culture
Presentation Motives on the sense of
and
Identity Self and Identity

Economic Self
 Economy
Economic Self
Presentation and Economic Self Sufficiency
Identity
Economic Consciousness

Economic Identity
 Economic Self
Presentation and

Is the study of
Identity

things that a
person is lacking,
and how people
make use of things
that they have, and
of making the right
decisions.
Economy
 Economy
Economic Self
Presentation and Economic Self Sufficiency
Identity
Economic Consciousness

Economic Identity
 Economic Self
Presentation and
Identity

Is the ability of
individuals and
families to
consistently
meet their
needs.
Economic Self Sufficiency
 Economy
Economic Self
Presentation and Economic Self Sufficiency
Identity
Economic Consciousness

Economic Identity
 Economic Self
Presentation and

•
Identity
Is the result of socialization and
professionalization of the
subject that aquires a particular
significance of human affairs.

• Includes social perception,

attitudes, relationships and
opinions of person/social
groups about different
economic object and
phenomena.

Economic Consciousness
 Economy
Economic Self
Presentation and Economic Self Sufficiency
Identity
Economic Consciousness

Economic Identity
 Economic Self
Presentation and
Identity

Is a psychological
phenomenon that
results from social
categorization .

Economic Identity
 Economic Self
Presentation and
Identity

• A category of economic status is whether a

person's belong to rich, sustainable or poor
sectors of society .

• The factors that affect the economic identity

of the individual are Professional
Development and Self Determination as well
as the motivational and values sphere of his
personality.
 Symbolic The role of
Economic Self
consumer culture
Presentation Motives on the sense of
and
Identity Self and Identity

Economic Self
 STATUS

Symbolic Motives
AFFECTIVE MOTIVES
 Symbolic Motives

People believe they can derive sense of

recognition or achievement from using
kind of product.

Materialism
-importance ascribed to the
ownership

-acquisition of material goods in

achieving major life goals.
STATUS
 STATUS

Symbolic Motives
AFFECTIVE MOTIVES
 Symbolic Motives

• Concepts used in Environmental

Psychology Affect

• Motivator of pro-environmental
behavior.

People's emotional affinity with

nature can be a better predictor of
pro-environmental behavior than
cognitive beliefs about environmental
issues.In relation to economic self,
affective motives can be a basis of the
buying behavior.
AFFECTIVE MOTIVES
 • Concepts used in Environmental Psychology Affect

Symbolic Motives • Motivator of pro-environmental behavior.

People's emotional affinity with nature can be a better predictor of pro-environmental

behavior than cognitive beliefs about environmental issues.In relation to economic self,
affective motives can be a basis of the buying behavior.

Anticipated affect
• person is expecting to feel good or guilty when
doing something.
• Anticipated positive affect
(excitement, pride, happiness)

• Anticipated negative affect

(anger, sadness, frustration)

• both positive and negative affect are important

predictor whether to buy or not to buy the
products.
• can be strong motivator or barrier to the buying
behavior.
AFFECTIVE MOTIVES
 Symbolic The role of
Economic Self
consumer culture
Presentation Motives on the sense of
and
Identity Self and Identity

Economic Self
 CONSUMER IDENTITY

CONSUMERISM

BEHAVIORAL FINANCE
The role of consumer
culture on the sense
of Self and Identity
 The role of consumer culture on
the sense of Self and Identity

The pattern of
consumption that
describes the
consumer.

CONSUMER IDENTITY
 CONSUMER IDENTITY

CONSUMERISM

BEHAVIORAL FINANCE
The role of consumer
culture on the sense
of Self and Identity
The role of consumer culture on
the sense of Self and Identity

The preoccupation
with and an
inclination towards
the buying of
consumer goods.

CONSUMERISM
 CONSUMER IDENTITY

CONSUMERISM

BEHAVIORAL FINANCE
The role of consumer
culture on the sense
of Self and Identity
 The role of consumer culture on
the sense of Self and Identity

Is a new field that combines

behavioral and cognitive
psychological theory with
conventional economics and
finance to provide
explanation for why people
make irrational financial
decisions.

BEHAVIORAL FINANCE
 The role of consumer culture on Is a new field that combines behavioral and cognitive psychological theory with conventional economics and
finance to provide explanation for why people make irrational financial decisions.
the sense of Self and Identity

KEY CONCEPTS OF BEHAVIORAL

FINANCE
1. Anchoring

2. Overreaction and the Availability

Bias

3. Mental Accounting

4. Confirmation and Hindsight Bias

5. Gambler’s Fallacy

6. Herd Behaviour

7. Overconfidence

8. Prospect Theory & Loss Aversion

BEHAVIORAL FINANCE
 Symbolic The role of
Economic Self
consumer culture
Presentation Motives on the sense of
and
Identity Self and Identity

Economic Self
ECONOMIC

Self
Material Self

Economic Self
Material Self

Economic Self
UNDERSTANDING

THE

SELF